Social media branding helps you connect with your target audience in an optimal way, build loyalty, and persuade transactions...all through the way you present your brand!
Social media branding builds brand awareness across all platforms and is absolutely essential for making your brand relevant and recognizable. By presenting your brand consistently on social media, you can build trust with a network of people who are interested and eager to buy from you...turning fans into loyal customers.
Branding also helps establish what you stand for as a business! The colors, the images, and the voice you use when posting on social media triggers a certain response in potential customers. We’ll get into this below.
We’re breaking down 8 crucial steps to begin branding your business - from thinking & writing, to taking action:
THINKING & WRITING
1. Your Identity
Know your business. Ask yourself the (sometimes) hard questions: What defines your business? What separates you from your competitors? What are you looking to achieve with what you’re selling? What are some key words you’d like to be used to represent your brand? It may seem tedious but the clearer your brand identity is to you, the better you’ll be able to represent it online.
2. Your Audience
Based on what your business offers, who’s your ideal audience? For example, if you’re a new car dealership, your target audience isn’t going to be under the age of 16...it probably isn’t even going to be under the age of 21 (given that these kids are probably in college and most likely can’t afford any major purchases). Keep in mind that not all social media platforms may be necessary for your brand. For example, a car dealership should probably have a Facebook but maybe not a TikTok. The type of social media platforms you position your brand on may depend on the platforms average user age.
The key isn’t to just know your audience, but understand them; their purchasing mind. Put yourself in their shoes. Who needs a new car? Does location or local jobs have anything to do with car purchase? Knowing information like this allows you to take a more specific approach to your marketing efforts.
3. Your Content
The type of content you share on social media has the power to make or break your brand. One important aspect is that your content is consistent. If you’re a cruelty-free makeup brand, posting articles or blogs where relevant (ex: Facebook, Twitter, LinkedIn) may be something you do.
Video marketing is something brands should not disregard as the traffic from this content is expected to rise up to 82% in 2022. The catch with visual content is that statistics state you only have two seconds to capture a potential buyer’s attention. So it’s important to create strong content / videos that would stop the users from scrolling past your video.
Here are some types of content that make sense on each platforms, depending on your business:
4. Your Design
The visual aspect of your brand is usually an audience’s first impression. This is why aligning your visual brand with your marketing goals is so important. For example, if you’re targeting new moms you might use light and airy colors and soft, maternal voice-over in videos. This is where marketing research can come in handy. Look at what other businesses in your industry are doing and write down what emotional response you have to their social media. Does it make you want to purchase from them?
1. Consistency Is Key
First things first: you must have a consistent logo across all platforms, along with a color palette, bio, and social media handles. Depending on the space you have for your profile picture / logo, you can slightly tweak it to fit and match that platform but don’t stray too far from the original. This is how people will recognize and find you on each platform - consistency.
Take a look at the example from Dinnerly below:
Dinnerly uses the same logo and the same banner for both Facebook and Twitter. While it isn’t necessary for your banners to be exactly the same on each platform, it helps that you use the colors in your logo to further establish your brand.
See Boscia’s differentiating banners below:
The logo and colors are consistent but they’re choosing to use the banners as ways to highlight specific products.
2. Extending Your Visual Brand
Your accounts are set up across all applicable platforms. Awesome! Now it’s time to dive into the content you’ll be posting. Speaking about Instagram specifically, you want to be sure your aesthetic matches your brand. For example, going back to Boscia, their Instagram account is filled with vibrant pastels. Although some of their packaging is black and white (same as their logo), they are still able to incorporate their color palette into the photo.
When someone visits your Instagram page, is the filter or pop of color immediately apparent to them? When creating / posting a video, are the text fonts similar to those that you use on your website? The goal is for customers to recognize when a post is from you without seeing your logo or handle.
3. Connect With Your Audience
While it may be necessary for your brand to have a Facebook and an Instagram account, your audiences may be slightly different. For example, Chipotle likes to use memes to connect with their Instagram followers...nay, fans. While they do post some memes on their Facebook as well, they're more focused on Chipotle news and use a similar, comedic tone in their captions. See below:
They’re tongue-in-cheek memes that usually bring a chuckle to their fans. In time, you come to expect another meme, which establishes a certain brand awareness of Chipotle on Instagram.
4. Establish Your Brand Voice And Tone
This brings us to your brand’s voice. Your brand should have some personality - whether it’s kind, positive, sassy, informative, sarcastic, etc, this voice should translate from your website and expand onto your social media. Your voice even is included in your company’s catchphrase and vocabulary (ex: do you call your purchasing audience “clients” or “customers?”). It’s all in the details!
The tone is where it all comes together with a pretty little bow. Your brand’s voice and tone should pair nicely with your keywords, visuals, website, color palette, and overall identity (as you grow, this will transfer to your newsletters, events, and more).
Need help? That’s what Social Light is here for! Take a look at some of our case studies to see our branding efforts for celebrities and brands.